Windstar Cruises Promotes Augustus Lonsdale to New Director of International Sales Role

Windstar Cruises has promoted Augustus Lonsdale to the newly created role of director of international sales, reflecting a growing focus on building momentum across its international markets and strengthening the company’s commercial investment in this region.

Previously head of UK sales, Mr Lonsdale will now work closely with Helen Beck, managing director global commercial to drive Windstar’s international sales strategy, with a particular focus on strengthening relationships with key trade partners across the UK, Germany and wider Europe. In practice, that means spending more time in market, developing new distribution opportunities and working closely with general and preferred sales agents, consortia and partners to grow presence and performance across both established and emerging markets.

As demand for small-ship cruising continues to grow, Windstar is investing more deliberately in its international business, not just widening distribution, but making sure partners feel better supported, better connected and better equipped to sell. Following Carla Hines’ appointment last month as manager, sales operations and enablement, Windstar is building a strong international team and structure to drive the next stage of Windstar’s growth.

Mr Lonsdale will spend significant time on the ground with partners, supporting sales through training, commercial initiatives and a steady drumbeat of collaboration. The focus is less about adding layers and more about making things work better, spotting opportunities, removing friction and helping good partnerships turn into long-term ones.

Since joining Windstar in May 2023, Mr Lonsdale has built a strong track record in the UK market, leading agent engagement, training and trade marketing initiatives that have contributed to sustained growth. He brings a deep understanding of the international travel trade landscape, particularly across GSAs and consortia, along with a commercial instinct that balances strategy with getting things done.

Helen Beck said: “Augustus brings a great balance of commercial focus and strong relationships, which is exactly what you need in our business. He genuinely understands our partners, knows what matters to them and is always prepared to get stuck in and make things happen. As we continue to grow internationally, having someone who can connect opportunities across different markets while keeping relationships front and centre is incredibly important. Just as importantly, he brings energy, positivity and a collaborative approach that people enjoy working with.”

Mr Lonsdale added: “Windstar has always been more than a job to me, it’s a brand I truly believe in and feel every day through our people and our partners. Stepping into this role, I’m incredibly excited by the scale of opportunity for our international growth and the chance to bring our 180 Degrees from Ordinary experience to even more guests globally.  

"The last three years with Windstar have given me a pretty impressive travel brag sheet. Transiting the Panama Canal on a Costa Rica sailing was one of those pinch-me moments, and somehow I've managed to sail through Tower Bridge an unbelievable six times – you'd think it would get less exciting, but it absolutely doesn't. The trouble with working for Windstar is that I want to do every cruise, but next on my to-do list has to be  sailing right into the heart of Bangkok aboard Star Seeker. It's experiences like these that remind me why Windstar is so special.”